The Impact of Influencer Attributes on Consumer Buying Intention: Examining the Mediating Role of Perceived Credibility and Consumer Engagement

This study investigates the influence of influencer attributes on consumer purchasing intention with a mediating role from consumer engagement and perceived credibility. The study applies a structural equation model (SEM) approach in analyzing a database from a consumer survey, which measures five attributes of influencers—attitude homophily, attractiveness, expertise, information quality, and popularity—and whether these attributes have a direct impact on purchasing behavior. The study finds that attitude homophily, attractiveness, expertise, and popularity have a direct impact on consumer purchasing intention, whereas information quality does not have a direct impact. Furthermore, consumer engagement and perceived credibility are mediators that intensify the impact between attributes of influencers on purchasing intention. The study confirms that success in digital marketing is affected by engagement with influencers as much as by influencer credibility. The study finds critical insights for marketers and brands in terms of engaging with credible and engaging influencers in order to boost marketing strategy.